Tiziana, the rebellious daughter of Adolfo Domínguez who has turned the brand upside down: "We should spend less on fashion, but better"

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If one word had to be chosen to define

, the creative director of the brand that her grandfather started 40 years ago - originally a small tailoring workshop that made tailored suits for men in

and that her father, the designer

led to the top of the made in Spain in the 80s - that would be freedom. His shaved hair makes it clear at first glance, a cut that was a declaration of intent when he posted it on social networks to inaugurate his public profile on

, his way of breaking with established canons and the way to stage a new stage. "I'm a fashion creative. I'm going it alone," she says.

She did so in 2018, after separating from her then husband, Juan Verde, and shortly before receiving the witness from her father in the company; Since 2019 he has led all the

of the brand, from the conception of each product until it reaches the customer, from its design to communication, store architecture and window dressing. Her hand is present in everything, because she likes to follow "the detail of each of the designs with precision" and at work "she is a

" and does not negotiate effort. That is why he distributes his time

: the mornings are for the design of the collections of women, men and accessories and the afternoons for the stores.

And he does not leave a loose end: "My father is the main shareholder of the company and he continues to be present in the spirit of the brand, whose values ​​we continue to defend, but the current creative line is set by me", he affirms bluntly.

Life on parade

Tiziana, who as a child wanted to be a

, grew up with a lot of discipline. "In summer I had to draw, swim and read for an hour a day. Swimming bored me and when I touched the pool I used to draw the bottom with the verdigris," he recalls. And also surrounded by

. And fashionable. Although it was not always clear to him that this was his path, he was fascinated to see how his mother arrived with the car full of clothes to try on the

they were developing. "It was like living inside a parade, at home there were always clothes around and she dressed in a very artistic way," she says. That is why, through his father "and through his

", he points out, he discovered one day that this was his world, that he liked "the collective creation that fashion allows".

Today, Tiziana, the third generation at the helm of the business, faces a very different time from that of her father. "In the 80s we dressed the Transition with an aesthetic that bet on the

and informality that the moment needed. Today we face the ecological crisis betting on a slower fashion and a

style

, with durable garments made from more sustainable materials Our time is that of the climatic emergency and the vindication of creativity, "he explains. And not only; the challenge is now clear to him: "It is essential to broaden the

to other morphologies and ages. The current is not realistic nor represents the diversity with which we live every day ,

"he says. A new canon that also leads to eliminate barriers to

.

Which woman are Adolfo Domínguez's clothes aimed at now? Has your profile changed since you took charge of the creative teams? The collections are born from what worries and interests us as a society. 'The void', the current autumn-winter collection, was designed in the second phase of the pandemic and is the result of the introspection we experience when we look more inward than outward. Each generation connects with its time. Today, for example, gender is questioned in a different way and our collections are more fluid, reducing the difference between designs for men and women. Like her father, she is very involved with sustainability and caring for the planet, something in which the brand has pioneered, for example, by introducing high-quality synthetic materials and implementing animal welfare policies ...How do we get the fashion industry, one of the most polluting, to become an eco? Brands have to analyze what we can do better and have measurable and achievable improvement objectives. For example, in the design of our new store concept, we set out to use materials of natural and local origin and created a patchwork floor made of repurposed chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.one of the most polluting, will it become an echo? Brands have to analyze what we can do better and have measurable and achievable improvement objectives. For example, in the design of our new store concept, we set out to use materials of natural and local origin and created a patchwork floor made of repurposed chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.one of the most polluting, will it become an echo? Brands have to analyze what we can do better and have measurable and achievable improvement objectives. For example, in the design of our new store concept, we set out to use materials of natural and local origin and created a patchwork floor made of repurposed chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.become an echo? Brands have to analyze what we can do better and have measurable and achievable improvement objectives. For example, in the design of our new store concept, we set out to use materials of natural and local origin and created a patchwork floor made of repurposed chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.become an echo? Brands have to analyze what we can do better and have measurable and achievable improvement objectives. For example, in the design of our new store concept, we set out to use materials of natural and local origin and created a patchwork floor made of repurposed chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.In the design of our new store concept, we decided to use materials of natural and local origin and we created a patchwork floor made of reused chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.In the design of our new store concept, we decided to use materials of natural and local origin and we created a patchwork floor made of reused chestnut wood. It's more creative and a sustainable alternative. How about the new fad of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.How about the new trend of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.How about the new trend of buying second-hand clothes or renting them? Can firms find a market niche in this sector? Yes. In fact, many initiatives are already filling that space and as brands we must explore it. It is not sustainable to buy a skirt to wear it for only one season. Our planet cannot afford it and neither can we.

A new era, as a company and as a brand

During the last two years, Tiziana Domínguez has managed the

of all the creative teams of the group towards the unification of brands, implementing a design system based on collective work and on the return to clothing in local

workshops

.

"We are living in a new era as a company and as a brand. Our collections are all created under the Ágora method, with which we explore more revolutionary themes such as sex or existential emptiness, and we promote the creativity of our designers."

Your bet: avant-garde collections in

.

"The future is about authenticity and having the

to be who you are," he says.

Although that is at odds many times with the volume of sales. "The

culture

has made new generations recognize fashion more for its aesthetics than for the

behind it. It is necessary to support projects that are committed to that

and creative professionalism. That is the way to give prestige to professionals in fashion. We should all spend less, but better. Bet on clothes that we are really going to wear. "

You have inherited the talent to create from your father, does that make it your right eye too? Creativity is not only in the design, it is in the strategy, in looking for new and better ways to reach the market or in solving a mathematical equation. At this moment, all the sisters are involved in the project and each one in a different way. Adriana is the executive president and is leading the new stage that we are living in the company, and Valeria is also part of the Board. And what is it like to work with your sisters? Mutual respect for each other's work is key. In addition, we have a maxim: do not talk about work when you are not at work.

Tiziana, who in the next 10 years hopes to maintain the company as "a signature brand connected to its time, with a firm commitment to sustainability and to continue at the

of innovation", finds in dressage and on her

, 'Alamo', the way to disconnect and charge the batteries. Also in walking quietly and "discovering new places" and restaurants - "I always avoid repeating" -, and in books; now she is reading

and among her favorites,

by Fiona Dieffenbacher, the paradigm of critical thinking and the creative process.

What are the basic wardrobe basics of a creative director? We asked her. "I like

with lots of

volume, usually from the collection of

, and that makes the rest of the look ,

" he replied, claiming the

of camisero linen for summer garment without which he can not live and highlighting the work from the 'competition', specifically from

and

, which he particularly likes this season.

And already put to seize the moment, I cannot say goodbye to Tiziana Domínguez without knowing what is that infallible garment that I need in my life to succeed on a special occasion.

"With a

elevate any look."

Tiziana's word.

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